LinkedIn introduces conversion tracking

A little under a month of the announcement of its sale to Microsoft, LinkedIn has further bolstered its offering to advertisers with the announcement of conversion tracking capabilities to help brands better understand ROI from sponsored content and text ad campaigns on the professional network.

LinkedIn product manager Divye Khilnani made the announcement via a post on the professional network’s official advertiser insight blog, detailing the latest additions to LinkedIn Campaign Manager, adding that updates mean businesses can track how many leads, sign-ups, content downloads, purchases, and other specific results their campaigns yield.

“With conversion tracking, you can understand more about the specific ads and even the unique LinkedIn audiences that are driving your campaign conversions -- including the seniority, industry, job function, and company size of the people you’re converting to leads,” reads the post.

“Conversion tracking has been a top-requested feature from customers looking for more insight into how their LinkedIn ads are helping them generate high-quality leads, acquire new customers, and raise brand engagement among LinkedIn’s global audience of 450 million professionals.”

Such insights will help businesses better understand what elements of their campaigns are driving ROI, according to Khilnani, adding that earlier pilot schemes have involved hundreds of businesses. The post also contains a testimony from Marketo’s Divya Dutt, who’s been using LinkedIn’s new conversion tracking for Sponsored Content.

“The functionality has helped us optimize our ads, ad copy, and offers in real time. We have been able to adjust our budget and spend based on which campaigns are performing and bringing in conversions, versus the ones that are only generating clicks,” it read.